A TV ad and a social media drive will promote the quality, diversity and versatility of beer in the UK market.
It is funded by the British Beer Alliance, which includes the likes of SAB Miller, Carlsberg, Heineken, AB InBev and Molson Coors, Fullers, Wells & Young's, Shepherd Neame, the British Beer & Pub Association, the Society of Independent Brewers and Cask Marque.
There’s a Beer for That follows on from last year’s Let There Be Beer campaign.
Programme director David Cunningham said: “In 2013 we launched with the ambition to reignite Britain's love of beer, and this ambition remains today.
“However we are evolving our campaign to focus efforts on encouraging consumers to discover the variety of beer available in the UK and how these different styles fit perfectly a wide range of occasions.
“I am confident that our new direction and programme of activities will enlighten consumers on the natural goodness and craft of brewing, the diversity of beer styles and tastes, and the versatility of the nation’s favourite drink.”
The TV ad is directed by filmmaker Michael Winterbottom, who helmed The Road to Guantanamo, and was shot over six days in September across a variety of locations in the UK.
It will make its debut on November 2 during ITV’s Downton Abbey. It aims to show how different styles of beer can be paired with a wide variety of food and enjoyed on a range of occasions.
A narrator waxes lyrical while people enjoy beer, promoting food matching and delivering such rhyming lyrics as: “If you’re a bit partial to soups with noodles, or sharing a burger with your labradoodle, or treating yourself to cakes and strudels, there’s a beer for that.”
Winterbottom said: “This is the first time I've directed a TV commercial. The idea was simple – to film a cross-section of people around the country enjoying a beer with a meal. I like beer and I like food, so it was hard to think of a reason not to do it.”
Widespread social media activity will back the ad, via the @BeerForThat Twitter account and on Facebook, where the alliance has already racked up 130,000 followers.
Louise Doherty, digital and social manager for Britain’s Beer Alliance, said: “We want to take people on a journey from finding out that they don’t have to have the same again – because there are over 5,000 beers available in the UK – to being able to say, ‘I choose this beer for this occasion’. Social media is a fantastic way for us to provide on-going support to beer drinkers, new and old, who want to explore the wonderful world of Britain’s beer.”
A media partnership with digital publisher Buzzfeed and a new website will launch in early November at www.beerforthat.com.
The alliance also promised below-the-line support for retailers to encourage trial of new beers and influence shoppers at the point of purchase.
Mike Benner, managing director of Siba, said: “Our support for Britain's Beer Alliance adds the voice of the smaller British brewer to the campaign and tells consumers that this is a genuine cross-industry alliance, which we know is something that motivates them.
“There's A Beer For That's three core messages about quality, diversity and versatility are ones that SIBA members are already demonstrating in spades: our 800 or so brewers produced around 10,000 beers last year, embracing the full variety of styles and constantly innovating to create new tastes.
“British brewing has never been more exciting and There's A Beer For That will help us to take that message to a broader audience, so we are of course delighted to support it.”
Jonathan Neame, chief executive of Shepherd Neame and chairman of the BBPA, added: “I am thrilled that There's A Beer For That will focus on getting people to think differently about beer, by looking at its quality, diversity and versatility.
“Shepherd Neame is proud to be a founding member of Britain's Beer Alliance and we hope that the work the industry can do as part of this campaign will help Great British beer prosper for many years to come.”